AAMI challenged us to engage the elusive Gen-Y audience and leverage their sponsorship of Victoria Derby Day.
Millennials engage with brands at their own pace, they don’t like to be told what to do.
To use a sponsored Snapchat lens and Geofilter to create a fun, interactive and highly shareable race experience and generate ‘play-time’ with the AAMI brand. The lens was designed to garner high engagement, intimacy and association with the brand, and highlight AAMI’s role as the major Victoria Derby Day sponsor. The Geofilter needed to showcase the sponsorship and take advantage of Snapchat’s ability to share at scale.
This campaign was split into the AAMI branded lens and Geofilter.
The AAMI branded lens transformed the face of Snapchatters throughout Australia into a racehorse animation that jumped around the screen as if the horse was running in a race while blowing air out of its nostrils.
The AAMI sponsored Geofilter was available for use nationwide on AAMI Victoria Derby Day. It allowed users to create a memento photo with Flemington’s iconic rose bushes and traditional white picket fence.
AAMI received stellar results for the Victoria Derby Day campaign. Some of the highlights include:
· The branded lens received over 3.4 million plays
· The Geofilter attracted over 2.1 million swipes
· 5.5% of the Australian population (over 1.2 million Australians) interacted with the lens alone
· The campaign uniquely reached around 70% of the Australian Snapchat population
· Average ‘play-time’ for the lens was 13.85 seconds (above Snapchat’s average play-time)
· The lens converted 13% of Snaps from play to use.
· Instagram followers grew by 4.6% due to Derby Day activity and posts had a total reach of 159,605 people
As one of the first Snapchat campaigns using the sponsored lens and Geofilter, it was difficult to forecast reach and engagement levels. Clearly reaching 1.2 million people and 70% of Australian Snapchat users has surpassed all expectations.
All content copyright Edge (Business Essentials (Australasia) Pty Limited) 2016 unless noted otherwise.
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